Effects debate/model / Uses and gratifications theory
The Uses And Gratifications Theory is a theory that focuses on the consumer/audience in relation to media. The theory assumes that the audience take an active role in interpreting and integrating media into their own lives. This means that different people will react and see things differently due to their own life experiences. The theory also says that audiences are responsible for choosing media to meet their needs. Which means that different audiences choose different media because they are different people who like different things- such as one person may like comedy films, whereas another may like horror.
Effects debate/effects model-
a ‘hypodermic needle’ is a needle used to inject substances into the body and this relates to the media effects debate/model because with the ‘hypodermic needle’ once it is injected you cannot do anything to stop it, and when someone watches a film and gets effected you cannot stop the effect as it has already happened.